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Overall Brand Experience Index
 

Overall Brand Experience Index

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Overall Brand Experience Index Basics

Overall Brand Experience Index Basics
LBi Belgium
Benoit Lips
Antony Slabinck

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    Overall Brand Experience Index Overall Brand Experience Index Presentation Transcript

    • OptimizationthroughOverall Brand Experience Index (OBEI)
      Benoit Lips – ChiefVisionaryOfficer
      Antony Slabinck – Client Service Director
      LBi’s Client Afternoon4th February 2010
    • 1. Context & Challenge
      “Customers aren’t targets anymore…
      they are your most important assets”
    • 1.1. Context
      Most companies have a divided marketing strategy like:
      • a separate offline marketing approach
      • a separate online marketing approach
      While focusing on optimization of the conversion ratio … the intermediate customer touchpoints often get neglected
      Fragmented measurement : We no longer see the forest for the trees
    • 1.2. The Challenge
      There is one and only one customer & customer experience!
      This requires an integrated approach (offline & online)
      We should not lose track of influencers and other context factors
    • 2. Objectives
    • 2. Objectives
      Develop a more adequate measurement index (offline & online)
      Revalue all customer experiences (touchpoints)
      Enable a more effective micro segmentation approach & understanding of your customers
      Finding a more effective Conversion Ratio Approach together with different non-competing companies
      FINAL OBJECTIVE :
      Help you build a successful customer focused strategy using
      your own company’s ‘Overall Brand Experience Index’
    • 3. Brand Experience
    • 3. Brand Experience
      The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.
      Audience
      Offline
      Offline
      Online
      Online
    • 4. Measurement Tools
    • 4. Measurementtools
      The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.
      Direct Sales & Marketing
      CRM
      Offline
      Offline
      Online
      Online
    • 4. Measurementtools
      The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.
      Market Research
      & Surveys
      Social Media
      Offline
      Offline
      Online
      Online
      WebAnalytics
    • 4. Measurementtools
      The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.
      Overall Brand Experience Index
      Offline
      Offline
      Online
      Online
    • 5. Overall Brand Experience Index
    • 5.1. Measure a maximum of touchpoints
    • 5.2. Touchpoint valuation
      Everytouchpointgetsvalued (different foreachcompany)
    • 5.3. Calculation of Sub-Scores
      Several subscores are weighted and will result in the Overall Brand Experience Index
    • 5.3. Calculation of Sub-Scores
      Automaticconversion of all customeractions & touchpointsintospecificsub-scores (candiffer per company & Industry , B2C, B2B, …).
      Someroughexamples :
      Visit Score= 24 [1 visit x 5 =5 + 11 min. x 1 =11 + 8 pages x 0.25=2 + 4 favourites x 1,5=6]
      Engagement Score = 60 [3 Invited friends X 4 =12 + 2 Purchases X 20 = 40]
      Experience Score = 45 [3 Productvideosx 5 =15 + 2 Surveys x 10 =20 + 1 campaign x 10 = 10]
      Net Promotor Score = 8,3 [Exit survey – 7.534 responses]
      Social Ranking = 17% [Monitoring Tool – Belgium Dutch & French language ]
    • 5.4. OBEI foreachcustomer
      Automaticconversion of customertouchpointsinto scores
      CUSTOMER PROFILE AA-27.364
      Overall Brand Experience Index :
      Milestones :
      174
      +14%
      • Origin SEA
      • First Visit 11 SEP 2009
      • First Purchase 21 SEP 2009 (10 days)
      • Last Purchase 1 DEC 2009 (81 days)
      • 22 visits (11visits/purchase)
      Brand Experience
      321
      +18%
      Visitor Score
      224
      +29%
      Engagement
      52
      -7%
      Experience
      +57%
      45
      Microsegments :
      • Quality Seeker
      • Family with kids
      • Loyal Buyer
      • Net & Nomad
      • Age 35 – 45
      • Male
      +8%
      Product Interest
      53
      +29%
      -12%
      Products
      +56%
      6
      +40%
      Reviews
      -25%
      45
      +67%
      +13%
      Purchases
      2
      +100%
      +2%
    • 5.5. Your company’s OBEI
      Automaticconversion of all measurablecustomeractionsintoone single index.
    • 5.6. OBEI foreach microsegment
      Average OBEI can be interesting when diving into further segmentation.
      Check if your objectives for specific segments are reached.
    • 5.7. Brand Experience & OBEI
      The Brand Experiencedefines the relation between the brand and itsaudience. Bothentities are viewed as equalpartners.
      Yourcompany OBEI willmeasureyouroverallimprovement of all brand experiences.
      OVERALL BRAND
      EXPERIENCE INDEX
      Offline
      Offline
      Online
      Online
    • 5. Overall Brand Experience Index
      Measure a maximum of touchpoints
      Every touchpoint will get a value based on your objectives
      Sub-Scores are calculated based on touchpoint values
      Each customer/prospect gets its own OBEI
      Sum of all customers’ OBEI results in your company’s OBEI
      We automatically get an OBEI for each microsegment
    • 6. Conclusion
    • 6. Conclusion
      With OBEI :
      You have a more adequate measurement index (offline & online)
      You will assign correct value to all customer experiences(touchpoints)
      You can start with a more effective micro segmentation approach
      You will understand your customers’ needs better
      You will be able to build a real customer focused strategy
    • Contact Us
      Laurence VandelanotteStrategy and Planning Director
      Laurence.Vandelanotte@lbigroup.be
      Direct: +32 (0) 2 730 83 84
      Mobile: +32 (0)473 41 20 80
      LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium